Just the Facts: From Social to Funnel: Connecting Social Buyers to the Customer Creation Process

George Sadler, Director, Social Media InsightsIDC CMO Advisory Board, Best Practices in Channel Marketing, Social Media Monitoring & Metrics, San Jose, CA, February 28, 2012

Marketing:

Powerful, Loud, Reach & Awareness

2

3

Web Marketing = Traffic and Clicks

Global Marketing

CRM for Tracking & Maybe Some InsightsTraditional CRM and Case Management Systems

4

• Name• Home address• Employer• Job role (ITDM?)• Work address• Email• Ecommerce: Dell account• Support Documentation

Physical persona

• B2C

• B2B

CRM

5

More Than Traffic/Clicks: People Sharing

Source: Shanghai Web designers via Neville Hobson

Global Marketing6Graphic thanks to @Gapingvoid

Love your product/service

Need help using it

Helping someone else

with your product

Where to find you

Share an idea with you

Share with others how & why you have great products/services

Value of Customer Conversations Real time, unaided, personalized experiences

But not organized by business functions or segments

Global Marketing7 Confidential

Listening is a full-time commitment

Application of Analytics + Modeling: Making for Meaningful, Measurable Business Actions

Global Marketing8 Confidential

Social Media commentary contains valuable and actionable information

• Product use issues identified and addressed in social media earlier than other feedback channels

• Preliminary analysis of customer sentiment trends have shown potential correlation with NPS

• Identified 27 new product search terms based on how customers talk about products

– Increased SEM campaign impressions by 27%

Global Marketing

This is a New Road,

The Infrastructure is evolving

Experiment and Fail Fast…LEARN

9

Global Marketing

The Journey of Social Business Metrics

Application

Operationalize & Scaling

Build Out

Experiment & Pilot

Global Marketing

Challenge: Social CRM is Currently not a reality, but critical to unlocking key insightsTechnology and connection of these dots from social profiles and data to traditional CRM systems

11

Social persona +

Commentary

• Name• Home address• Employer• Job role (ITDM?)• Work address• Email• Dell.com account• Support case info

Physical persona

• B2C

• B2B

CRM

Global Marketing

Improving Social Data’s Usability & Application + Merging with traditional marketing data

12

Delivering uniform and actionable data: More value to business functions

Global Marketing13

Sizzle? or The Hard Work of Getting it Done for Better Business

Thank You